Because no competitive advantage is permanent, a firm must exploit current advantages to the biggest extent possible. During that same period, they must also (choose the best answer): Because no competitive advantage is permanent, a firm must exploit current advantages to the biggest extent possible. During that same period, they must also (choose the best answer): Use resources and capabilities to develop future competitive advantages Prepare to compete on a price basis with rivals in a mature industry Become operationally effective Cut costs as much as possible